During a recent industry conference, I met with a group of Produce marketers. Our discussion centered on, among other things, how dramatically the business of selling and marketing Produce has changed. The increase in consumer desire for fresh and “clean” eating has put Produce at the forefront of what’s hot: Restaurants are incorporating more low-calorie fruits and vegetables into their menus. Convenience stores are increasing their offerings of healthier fresh food snacks. The perimeter of the grocery store—namely fresh Produce—keeps growing. And this new “plant-based” trend? Produce is at the center of it. Produce marketers recognize the opportunity in front of them. So, what’s the best direction forward?

A Hybrid Brand Marketing Model

Historically, fresh Produce, like most farmed products, has been treated as a commodity, with marketing playing the role of sales support. Things are changing. Gone are the days of generic nondescript fruit and vegetable offerings in the grocery store. Today’s consumers want to know where their food comes from and what sets one Produce provider apart from another. Today, more than ever, when it comes to Produce—BRANDS MATTER! And creating a brand that resonates is worth investing both your time and money. That is why each Produce marketer’s role must increasingly shift from “trade marketing” to the type of smart brand marketing that builds recognition, loyalty and, ultimately, advocacy. This requires making your brand known and embraced at both the trade and consumer level.

Recently when discussing the importance of branding and creating brand advocacy, a fellow Produce marketer asked, “How can we build a strong brand when we simply don’t have the budgets and outlets of large CPG brands?”

Frankly, some of today’s most effective and breakthrough marketing efforts aren’t coming from the big CPG brands. They’re coming from smaller emerging brands with limited funds that simply find better, smarter ways to tell their stories. They are tapping into the most effective marketing model (especially for Produce): a Hybrid Model of marketing that builds off of historically strong roots as good “trade marketers” and then brings the consumer into the equation. When your brand owns a story that resonates, this is when you create perhaps one of your most powerful marketing tools—the brand advocate. Creating brand advocates, especially for Produce brands that have strong stories, is a true game changer.

The Path To Creating Brand Advocacy

Produce companies have great stories to tell. By actively communicating within both consumer and customer paths to purchase, it is possible for Produce marketers to leverage great brands. The more we are “woven into the fabric” of our customers’ business, their industry, trade influencers and consumer mindsets, the more likely it is that we will impact their buying decisions. Be where the conversation about food is occurring. Make your brand prevalent online through a frequently updated website and strong digital marketing. Get active in chef groups, industry associations, local/regional food events, retail sampling, wherever people are talking. Ultimately the goal is to create an unconditional Brand Love that is at the core of all brand advocacy. Just imagine: an army of people selling your products who are not on the payroll.

Building Brand Love Builds Brand Advocates

So what are the most important rules for creating Brand Love? It’s important to invest your efforts in accomplishing the following:

1. Create a point of differentiation.

Own a distinct value proposition that you can deliver upon and that your competitors can’t claim. This is especially imperative in marketing Produce, where parity can easily be broken with an ownable, resonant story.

2. Present your brand as transparent and authentic.

Consumers/customers want and deserve the truth. Brands that provide authenticity and are relevant will be rewarded with brand advocacy.

3. Understand your consumers/customers to make lasting connections.

Study trends, sales feedback and online forums to understand your customers’ relationships with your brand. And what messaging resonates most strongly with them. Then develop messaging that gives answers and solutions and keeps the conversation going!

4. Leverage the power of digital marketing.

Digital marketing is your new (and affordable) front door into consumer buying habits. Generate social success by driving people to your brand with strong SEO and SEM. Create ways to interact, capture data and tell your story effectively.

5. Develop more integrated marketing action plans.

With limited dollars, it’s more important than ever to speak with one voice, regardless of where you are being seen.

6. Reach shoppers where and when they’re making decisions.

From sampling, to experiential marketing, to digital, to social media, leave no stone unturned in your consideration set. It’s all interconnected.

Marketing Produce continues to evolve. Those who keep up with changes in technologies and customer/consumer mindsets and demands put themselves in a better position to succeed. And thrive. What an exciting time to truly impact the growth of these emerging brands and build Brand Love.

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Foodmix Marketing Communications is a full-service food branding agency that has been developing and executing integrated B2B food marketing, B2C food marketing and increasingly B2B2C food advertising and marketing campaigns for some of the biggest and best names in food for more than 30 years.

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Brand Love Supercharges Consumer Behaviors

What Foodmix Feels this Means For The Future

While “Brand Likers” have strong relationships with their favorite foods, “Brand Lovers” react to their beloved brands in ways that align with a company’s most critical KPIs. Our research shows that Brand Lovers are the most loyal buyers and truest brand advocates anywhere.

What Foodmix feels this means for the future.

Adding claims to your brand message probably won’t elevate your brand to the status of “loved.” To set you on the right course toward Brand Love means starting with the target consumer and understanding their lives and passions. And when we say target consumer, we do not mean the broad groupings based upon demographic profiling. We mean identifying the thought leaders in these large traditional groupings – “the cool kids everyone looks up to” or emulates. When you understand what drives these influentials, chances are your path to Brand Love will become all the more clear.

What Foodmix feels this means for the future.

Personality matters. The best way to be loved is to be interesting, relevant and authentic. This can only be done by better understanding one’s target – not just their demographics. Only through a deep immersion can we understand what drives them and what will get their attention. Marketers tend to broadly define a target in the hopes of appealing to a mass audience so as to generate substantial business. But you can’t be all things to all people. Focus on the thought leaders and influencers – make your target as small as you can. Then draw them in with a story that creates a powerful, personal bond. Once you connect with an influential few, the masses will follow.

What Foodmix feels this means for the future.

It’s easy to chase headlines, but marketers need to be cautious, especially in today’s food culture. For every trend there is a counter-trend. How many gluten-free products will ultimately survive? What happens when “non-GMO” simply becomes a point of entry? Grabbing a trend and staking your whole reason for being upon it can have significant risks when the trend proves to be a fad or when the market is saturated. Truths last and resonate. Find your “True North” and forge a path that leads your consumers to an unremitting love for your brand.

What Foodmix feels this means for the future.

Creating brand bonds can take time. But that’s not to say your brand needs to spend decades on the shelves. Creating great experiences is an integral way to attain Brand Love. Your brand needn’t “own” the experience, simply enhance it. If your brand is established, go retro. Not only is retro the rage, it could spark a trigger of happy times. Established brands can also leverage existing equity to create successful line extensions. Newer brands can benefit from this “experience” dynamic as well. How can your product help recreate, or refresh, life experiences consumers hold dear? Creating Brand Love is about fitting your brand into consumers’ lives, not wedging your story into their mind. Be true, and be relevant.

What Foodmix feels this means for the future.

Times have changed. Well-established brands need to evolve along with an ever-changing food culture. For them, Foodmix continues to utilize our unique B2B2C capabilities to help them own both the retail customer and the ultimate consumer. But the path today is different – the buzz now is all about shifting consumer expectations and behavior – something we have been tracking and acting upon for decades. Who better to help food companies profi t during the Food Renaissance than the team who helped them master the shift from “at-home” to “away-from-home” food spending over the last 30 years? Welcome to the Food Renaissance – let’s get together and create some Brand Love.

Nadine Baarstad
VP, Client Development

“I believe in two food groups: Bread pudding and ‘other ‘.”

Every company needs a brand advocate, and who better to serve in that role than Nadine? She’s our client development guru who knows how to move our clients from “brand like” to “Brand Love.” Whether she’s attending industry conferences, serving on marketing boards, or scouring media outlets for news, Nadine can spot someone who could use a little Brand Love in their lives. She understands what clients need because she has worked on all sides of the business, from media planning/buying to account direction to TV production. She has won accolades and awards for her work with respected brands including ConAgra, Maybelline, Dial Soap, Humana and more.

“I now pronounce you man and Wasabi Peas.”

Sure, there’s Brand Love. But what about “Brand Marriage?” If such existed, Tim would have most likely presided over many a ceremony. In fact, through the years, Tim has helped unite people and brands as lifelong partners to have and to hold, to honor and cherish, from first purchase forth. Tim is a strategy-first creative who helps craft brand stories that connect. In fact, Tim has spent over 20 years connecting customers and consumers to various food and beverage brands through integrated marketing efforts and award-winning advertising for agencies like Lois/EJL, Campbell-Mithun, Bozell and more.

George Kusch
Creative Director

“Whispering sweet nothings to my pepperoni pizza puffs.”

Love may be blind but “Brand Love” is anything but. At the risk of making Brand Love seem fickle, creating Brand Love is very much dependent upon all the senses. What one sees. What one feels. And if there’s one guy who can make a brand simply irresistible, that guy is George. George masterfully highlights a brand’s sexiest features while crafting a brand story that truly connects. And truly moves customers and consumers to action. In fact, George has spent over 25 years gussying up brands with award-winning creative for agencies like Foote Cone & Belding, RSCG Tatham, Campbell-Mithun and more.

Peter Baughman
Vice President, Communications

“I will fight anyone who disagrees that Gummi Bears are the world’s finest food.”

When it comes to love, we’ve all heard how important communication is. When it comes to Brand Love, that need for clear and powerful communiqués is extremely magnified. Fortunately, there’s Peter. Peter is a masterful marketing wooer, making sure the right message gets to the right people in the most effective and proficient manner. With over 15 years of agency experience including long stints at OMD and Starcom, Peter has perfected his skills regarding the oversight, execution and measurement of all communications (external and internal) via paid, owned, earned and shared platforms.

Steve Megel
Chief Operating Officer

“loving a brand at the age of 6 and sharing it with your grandkids at 60.”

Every Lothario needs a wingman. When it comes to the team of brand love creators here at Foodmix, Steve is that guy. He’s a behind-the-scenes bigwig, overseeing the financial and day-to-day operations of this finely tuned agency. And he’s available to share his financial acumen to help grow clients’ businesses as well. Combine that with his extensive IT and Internet management skills and it’s no wonder Steve has been considered an invaluable asset, ever since his days as a CFO at a communications behemoth and as an officer of major agencies and holding companies.

Sara Hagen
President

“forget the life preserver, throw me a wheel of P’tit Basque.”

How does one get to “Brand Love” from “Brand Like” or “Brand We’re Just Friends”? That’s where Sara comes in. She is Brand Love’s true muse – overseer of the entire Brand Love-building experience. Sara is tirelessly invested and committed to each of Foodmix’s clients – whether she’s crafting a marketing communications plan or collaborating on a client’s future goals and ways to exceed them. Beginning with her years at Nakano Foods, followed by leading the charge for Rich Products at O’Connell, Norton & Partners, up until her current position here at Foodmix, Sara has earned every bit of her esteemed reputation in the food and food marketing industries.

Dan O’Connell
Founder/CEO

“I want to bathe in my favorite barbecue.”

When it comes to creating Brand Love, there is no matchmaker quite like Dan. He wields strategic know-how like Cupid’s bow and hones sharp insights into pinpoint-precise arrows that target audience’s collective derriere. In other words, Dan knows what makes the evolving food culture tick. He’s refined his craft for over three decades, both as client and agency guy. In 1988, Dan founded Stricevic & O’Connell – a small marketing firm that quickly blossomed into the Food Marketing Division of Bozell Worldwide. Today, along with overseeing the strategic and creative direction on all major Foodmix accounts, Dan speaks nationally on marketing issues and is involved in several food industry associations.

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